Sophie Cachia's 'gender neutral' beauty brand AISURU is taken offline - two years after falling out with business partner Mia Plecic

04/06/2024

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Sophie Cachia is preparing to offload her 'gender neutral' beauty brand AISURU Cosmetics as she removes all traces of the company online.

The former WAG, 33, who also owns brands CACHIA and Shaw Media, founded the company in 2021 with business partner Mia Plecic before the pair had a very public falling out the following year.

Now the influencer has pulled down the AISURU website and social media pages as she prepares to sell it off to another buyer, reports the Herald Sun on Tuesday.

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'Myself and my business partner simply cannot give it the love it deserves as we both own other companies that occupy most of our time so we want it to go to someone who can help it thrive,' she told the publication.

'It's a brilliant ready-to-go start up with stock, direct manufacturing relationships, operational equipment etc. for anyone interested in owning/running their own small business.'

Sophie Cachia, 33, (pictured) is preparing to offload her 'gender neutral' beauty brand AISURU Cosmetics as she removes all traces of the company online

She continued: 'To build something from the ground up has been exciting but I'll be very selective of where it goes. It's like one of my babies.'

According to ASIC documents obtained by the publication, AISURU is still actively listed for trading as Sophie attempts to find it a new owner.

It was revealed in August 2022 that Sophie and her business partner Mia, 32, had cut business ties following a string of public relations gaffes.

After founding AISURU together the year before, Sophie announced the company was now 'a one-woman show', apparently confirming Mia had left the business.

Outspoken the Podcast, which documents the misadventures of social media stars, speculated the pair's friendship had also broken down.

The former WAG who also owns brands CACHIA and Shaw Media, founded the company in 2021 with business partner Mia Plecic, 32, before the pair had a very public falling out the following year

The former WAG who also owns brands CACHIA and Shaw Media, founded the company in 2021 with business partner Mia Plecic, 32, (right) before the pair had a very public falling out the following year

Tellingly, Mia removed all references to AISURU from her social media bio and also unfollowed the brand on Instagram.

The former business partners also unfollowed each other's personal accounts.

However, despite the company actively telling followers Mia was no longer involved with the brand, Mia released a statement to Daily Mail Australia stating otherwise.

'I am still a Director of AISURU and an equal shareholder to Sophie,' she said at the time.

'I just took a step back as Slick Hair Company is going through huge international growth and I need to focused on the brand that is growing.'

The influencer has pulled down the AISURU website and social media pages as she prepares to sell it off to another buyer, reported the Herald Sun on Tuesday

AISURU was plagued by controversy soon after its launch, with Sophie getting called out for practising poor hygiene during a 'quality control' test on a new lipstick line.

She filmed herself rubbing her nose with her bare hand while checking individual lipsticks from her AISURU range that were due to be sent out to customers.

AISURU subsequently issued a statement acknowledging this was 'not best practice nor aligned with our policies'.

That same year in June, Mia sparked outrage by comparing Australia's vaccine mandates to the overturning of Roe v. Wade by the U.S. Supreme Court.

The court's ruling ended the constitutional right to abortion across America, meaning individual states can now decide whether abortion should be legal.

'Myself and my business partner simply cannot give it the love it deserves as we both own other companies that occupy most of our time so we want it to go to someone who can help it thrive,' she told the publication

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Reacting to the landmark decision, Mia wrote on Instagram: 'Why is it okay to be pro-choice about one human right but not the other?'

Many people who oppose Covid vaccine mandates call themselves 'pro-choice', borrowing the popular slogan used for decades by advocates for legal abortion.

However, the use of the term in the context of vaccines is highly controversial, with women's rights activists saying the two issues cannot be compared.

'The same people who are against freedom of choice with mandates are the same people who are screaming freedom of choice about abortions,' Mia added.

'It doesn't work like that. Freedom of choice regardless of your narrative.'

Her 'pro-choice' post was soon picked up by Instagram watchdog account Aussie Influencer Opinions, which warned customers of Mia's haircare company they were supporting these views by buying her products.

Mia soon received a wave of backlash online, with major online retailer Showpo reportedly vowing to remove Slick Hair Co. products from its store.